Young’s Chip Shop, a brand under Grimsby, U.K.-based Young’s portfolio, is rolling out a new product along with more modern packaging design after experiencing record growth over the past year.
Young’s has launched a Jumbo Cod Special, which features 240-gram Atlantic cod fillets that are more than twice the size of Young’s top-selling Chip Shop Large Cod Fillets. the supplier said in a recent press release. The copmany said the larget fillets are designed to appeal to shoppers looking for a restaurant experience at home,
Young’s said it launched the product in response to “the growing number of consumers looking for tasty, affordable alternatives to the local takeaway, at a time when the cost of an average fish and chip meal has risen to over GBP 10.88 [USD 14.45, EUR 13.05].”
The new product, which includes two fillets for a suggested retail price of GBP 6.75 (USD 8.96, EUR 8.10), is available in Sainsbury’s, Asda, and Morrisons, with other retailers soon to offer the product, as well.
Young’s Chip Shop products have realized record sales growth, surging 17.3 percent in volume and 14.6 percent in value over the past year to GBP 49.8 million (USD 66 million, EUR 59.8 million). The brand is outperforming the wider frozen seafood category, Young’s said, as shoppers seek its affordability and high quality.
Simultaneously, Young’s Chip Shop has modernized its packaging, with a new Chip Shop logo that incorporates its classic “chippy fork,” while still paying homage to 200 years of expertise in seafood from the Young’s brand.
The packaging includes the new Young’s master branding and tagline as the brand aims to attract even more shoppers to experience “a proper taste of the chippy.” For the first time, the packages emphasize that the products are “perfect for airfrying,” tapping into consumers’ growing use of the kitchen tool on which other companies like Aldi, Gorton’s, and more are also aiming to capitalize.
“With a record year of growth behind us, we felt it was time to evolve the Chip Shop brand to communicate our distinct chip shop taste credentials in a more modern way that could appeal to our existing target consumers and a new, younger generation of shoppers as well,” Young’s Chip Shop Marketing Coordinator Matthew Wilson said.
The release of the cod product and the new packaging follows closely on the heels of Young’s releasing a “Taste of India” line of seafood products, with the products already having have attracted younger shoppers to the brand, delivering more than GBP 2 million (USD 2.6 million, EUR 2.4 million) in sales by early September.
